The SCOPE Planning Model – An Alternative To SWOT Analysis
For generations in marketing and business we’ve used the SWOT model to provide an initial analysis and classification of the issues facing a business as it starts to evaluate it’s position and devise strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal … Read more
Content Channels – From Control to Proliferation
Brand owners should shift their focus from trying to ‘sell’, to gaining endorsement and evangelism for their branded content. ‘Branded content’ is anything that is created by or, significantly on behalf of a brand; this could be an advert, product website, Twitter feed, Facebook post, blog review, mobile app, mash-up video and so on. A successful … Read more
Pre-RM
Waiting until someone is signed-up as a ‘customer’ is too late to include them in your “Customer Relationship Management” programme. By this point they have already made an emotional commitment to take action – to buy, sign-up or subscribe. Their expectations have already been set. Customer Relationship Management strategies need to start before they become a … Read more
The Brand Engagement Cycle
In my recent post on ‘Friendtelligence – Engagement is the New Awareness‘ I put forward the view that brand engagement needs to be the key objective for brand owners and that delivering positive engagement experiences facilitates endorsement, word-of-mouth proliferation and evangelism of the brand message. I wanted to develop this thinking by presenting a model for … Read more
Beyond The Funnel: The Marketing Hourglass
The Marketing Funnel, Sales Funnel or Adoption Funnel, as the concept is commonly referred to, is one of the core marketing models used by companies and consultants to outline the progression of potential customers from first contact with a product or brand through ultimately to purchase. It provides a picture of how customers can be … Read more
Brand Evolution
One of the key challenges facing Marketers is how to ‘create’ brands, and consequently how to build ‘value’ in those brands over time. Yet a brand doesn’t merely come into being. It must ‘evolve’ through stages in a process developing from a ‘Concept’, becoming a ‘Product’ and eventually reaching the status of a ‘Brand’. But … Read more
VAULT CRM Model – A Conceptual Model for Customer Relationship Management
Many models of Customer Relationship Management (CRM) for online products, sites or services are highly technical and often tied to a specific software package or solution. Too often the fundamentals are overlooked, with a lack of understanding of the needs and considerations of the end user. The VAULT Model provides a simple conceptual framework which … Read more
